Louise Grimmer

Lecturer in MarketingTasmanian School of Business and Economics

Keeping our city centres and vital retail strips vibrant

The retail sector is the second largest employer in Australia. And while small or micro-retailers make up 90-95% of retailers, research on small firms is rare. In fact, there is just one known longitudinal study of small retailers in the world.

The Retail Research Project has identified a number of strategies and resources which are used by higher performing small and independent retail firms. The good news is that the majority of the resources and strategies can easily be adopted by most small firms.

'We all benefit when small retailers flourish,' says Dr Louise Grimmer, the researcher responsible for the study.

'Shopping is a vital economic, social and cultural activity. Vibrant town centres and shopping precincts with a variety of locally owned shops are really the backbone of local economies and communities.'

Dr Grimmer is passionate about supporting small local retailers to prevent them from being driven out of business.

'Through our longitudinal research project we have uncovered a number of different things that small retailers can do to lead to higher levels of performance.'

Challenges and Opportunities

Small and micro-retailers face many challenges, but there are also opportunities.

'The introduction of international retailers, the growth of online shopping, and the low availability of retail premises can make retailing a challenging endeavour,' says Dr Grimmer.

'On the flip side, technology has become far more accessible and affordable, and savvy small retailers are able to use e-commerce as well as social media to promote their businesses.'

A small retail business is one with less than 20 employees, and a micro business is one with fewer than four employees.

'Most retailers are micro,' explains Dr Grimmer. 'Which means that the Owner/Manager often needs to be all things to all people.'

'They can face challenges in marketing their businesses effectively because sometimes they lack the time or knowledge about effective marketing and communications practices.'

Effective strategies for retailers

'Competing on price is often not the right approach because customers can now jump online and source the lowest priced products'.

'So it’s really important that small firms provide the highest levels of customer service, and offer speedy delivery where possible. And offering unique products is a powerful way to differentiate their business.'

Dr Grimmer says that click and collect, offered by many large retailers, is a great strategy for small firms as well.

'Research shows that around 50% of customers will make an additional purchase in store when they come to pick up their online order.'

Dr Grimmer says experiential retailing is also on the rise.

'Stores that offer a relevant and enjoyable experience as part of their shopping offer, like a morning yoga session at Lululemon or a crochet class at Lily and Dot, will not only improve the customer experience but help contribute to customer loyalty.'

Other innovative strategies for a vibrant retail sector that Dr Grimmer is researching include pop-up retail parks, co-retail spaces to reduce overheads, and a sustainable night-time economy.

The Research Projects

The Retail Research Project has been collecting data over a six-year period and involves a survey sent to all small retailers in Tasmania. The next survey in 2019 will be expanded Australia-wide with a focus on regional and rural areas.

'The important thing is that our research is industry relevant and that the findings are shared with the people that can use them – small retailers.'

Dr Grimmer created the Tasmanian Retail Network to disseminate the research findings. She also meets regularly with local governments and retail precinct marketing organisations. Louise is a regular contributor in the local and national media where her expertise is sought on a range of retail topics.

In addition to the Retail Research Project, Dr Grimmer is exploring how retailers can collaborate with local Airbnb hosts to promote their businesses, and how small cities can market their city centres.

Connect with Louise Grimmer

Follow Louise Grimmer on Twitter

Dr Louise Grimmer is a Lecturer in Marketing in the Tasmanian School of Business and Economics. Louise's research focus is issues management and crisis communications in the context of the retail industry, factors affecting small and independent retailers, and how marketing communications can help retailers grow their firms. She is currently conducting the ‘Tasmanian Retailing Research Project’. This is a longitudinal study examining the importance of various resources on the financial performance of small, independent retail firms in Tasmania. Louise is also leading a research project ‘Just Like the Locals’ which examines the impact of Airbnb host recommendations to guests in helping drive tourist visitation to local shops and restaurants. Her other research interests are supermarket and department store retailing and how the digital economy is transforming traditional modes of shopping. Louise regularly writes for The Mercury newspaper in Tasmania on retailing issues. Louise is a Member, Certified Practising Marketer (CPM) and Tasmanian State Committee Member of the Australian Marketing Institute (AMI). She is also a Member of the American Marketing Association (AMA). Louise is a Fellow of the Institute of Place Management.

Biography

Louise is a marketing and communications professional with over twenty years’ experience in public relations, communications and marketing. In addition to holding a number of senior PR/Marketing roles, Louise previously worked as the Chief of Staff to the Vice-Chancellor at the University of Tasmania. Louise currently teaches and researches in marketing, concentrating on retailing and integrated marketing communications. Her current research focus is on small, independent retailers, retail precincts, tourist visitation to local shops and eateries, and the use of digital marketing by small firms.

Career summary

Qualifications

Degree

University

Country

Awarded

PhD

University of Tasmania

Australia

2015

MA

Deakin University

Australia

2010

GradDipBus

University of South Australia

Australia

1991

BA

University of Adelaide

Australia

1990

Memberships

Professional practice

Member and Certified Practising Marketer, Australian Marketing Institute

Connect with Louise Grimmer

Follow Louise Grimmer on Twitter

Expertise

Retail performance

Retail strategy and resourcing

Entrepreneurial orientation

Marketing communications

Digital marketing

Place marketing

Research Themes

Louise’s research aligns with the University research theme Creativity, Cultures and Society. Her research interests include understanding the factors and resources that contribute to small retail firm success. In particular, identifying which resources are associated with higher levels of financial performance. Louise’s research also examines factors impacting tourist visitation to local shops and eateries as well as the role of digital marketing in small retail firms.

Awards

Current projects

Louise is currently working on two retail research projects:

The Tasmanian Retail Research Project

This longitudinal study examines the importance of various resources on the financial performance of small, independent retail firms throughout Tasmania. This project collects survey data every three years and the findings contribute to both the extant research on small retailer resources and performance as well as providing significant practical information for the retail industry by assisting small firms to identify which resources and strategies can lead to higher levels of firm performance. It is anticipated that in the third phase of the project (to be conducted in 2019) the study will be extended Australia-wide.

The Just Like the Locals Airbnb Project

Airbnb visitors in Tasmania are increasingly seeking recommendations from their hosts about the best local places to eat, drink and shop, and as a result more and more local small businesses are being 'discovered' by Airbnb travellers through word of mouth (including e-word of mouth) recommendations from Airbnb hosts. This project aims to examine the process through which Airbnb hosts, guests and local small businesses (retail and hospitality) interact with one another, and specifically what impact Airbnb host recommendations to their guests have on guest visitation to local shops, cafes, restaurants and bars.

This project was the winning project pitched at the Tourism Research and Education Network (TRENd) inaugural PitchFest held at the University of Tasmania on 16 March 2017. The project has also received matching funding from the Tasmanian School of Business and Economics.

‘Marketing the City’: Precinct Marketing Programs and Resilience for Local Retailers in Tasmania, Australia Project

This project focuses on the notion of ‘retail resilience’ as it examines the impact of retail precinct marketing programs administered by local governments and affiliated marketing organisations in four Tasmanian sites: Hobart, Launceston, Burnie and Devonport.

In 2017 the project received a University of Tasmania Creativity, Culture and Society Small Grant.

Grimmer L, Miles MP, Grimmer M, 'The performance advantage of business planning for small and social retail enterprises in an economically disadvantaged region', European Journal of International Management, 10, (4) pp. 403-421. ISSN 1751-6757 (2016) [Refereed Article]

Grimmer L, Grimmer M, 'Business as usual? A longitudinal study of the relationship between resources and performance in small retail firms', British Academy of Management Conference, 5-7 September 2017, University of Warwick (2017) [Conference Extract]

Grimmer L, 'The Future of Retail: Five Trends Shaping How We Shop (Guest Lecture)', Summer School Program, University of the Third Age (U3A), The Philip Smith Centre, Hobart, 30 January 2018 (2018) [Media Interview]

Grimmer L, 'Coles shifts away from annoying' price-focused Down Down with new wholesome slogan: Interview with Alana Mitchelson', The New Daily, The New Daily, Melbourne, Vic, 7 March 2018 (2018) [Media Interview]

Grimmer L, 'Strawberry growers could end up seeing a boost in demand for their fruit in the long term: interview with Nikolai Beilharz', VIC Country Hour: with Nikolai Beiharz, Australian Broadcasting Corporation, Australia, 28 September 2018 (2018) [Media Interview]

Grimmer L, Grimmer M, 'No presents, please: how gift cards initiate children into the world of credit'', The Conversation, The Conversation Media Group Ltd, Australia, 19 July 2018 (2018) [Magazine Article]

Grimmer L, Mortimer G, 'Green is the new black: why retailers want you to know about their green credentials', The Conversation, The Conversation Media Group Ltd, Australia, 29 June 2018 (2018) [Magazine Article]

Grimmer L, Mortimer G, 'Green the new black for retailers chasing customers' feel-good dollars', The West Australian, The West Australian and Seven West Media, Western Australia, 3 July 2018 (2018) [Newspaper Article]

Mortimer G, Grimmer L, 'Fed up with always being in the slow queue? That's why queues are being designed out'', The Conversation, The Conversation Media Group Ltd, Australia, 5 June 2018 (2018) [Magazine Article]

Mortimer G, Grimmer L, 'Growers are in a jam now, but strawberry sabotage may well end up helping the industry', The Conversation, The Conversation Media Group Ltd, Australia, 27 September 2018 (2018) [Magazine Article]

Grimmer L, 'Amazon's entry into Australia and what it means for retailers and consumers', ABC Radio Perth Breakfast Program with Peter Bell, Australian Broadcasting Corporation, Australia, 20 June (2017) [Media Interview]

Just Like the Locals: The Impact of Airbnb Host Recommendations on Tourist Visitation to Local Shops and Restaurants

Creativity, Culture and Society Small Research Grant ($5,300) 2017

‘Marketing the City’: Precinct Marketing Programs and Resilience for Local Retailers in Tasmania, Australia Project

Funding Summary

Number of grants

3

Total funding

$20,141

Projects

Sustainable Retail Living Lab (2018)$8,840

Funding

University of Tasmania ($8,840)

Scheme

Grant-ERS Research Theme

Administered By

University of Tasmania

Research Team

Mate KJH; Grimmer EL; Grimmer MR; Lovell HC

Year

2018

Just Like the Locals: The Impact of Airbnb Host Recommendations on Tourist Visitation to Local Shops and Restaurants (2017)$6,000

Description

Given that WOM is a powerful form of information provision for travellers and a powerful marketing tool for small businesses this research aims to discover more about how it works for Airbnb travellers, and based on our findings, make some recommendations about how WOM can be maximised to assist both tourists and local businesses.

Funding

University of Tasmania ($6,000)

Scheme

TREND seed grant

Administered By

University of Tasmania

Research Team

Grimmer EL

Year

2017

Marketing the City: Precinct Marketing Programs and Resilience for Local Retailers in Tasmania, Australia (2017)$5,301

Description

This research project focuses on programs designed to promote visitation and engagement with local retailers who are grappling with the challenges posed by changes in consumer behaviour, new technologies, the growth of online shopping and the entrance of big box retail formats, factory outlets, omni-channel operators, category killers and online giants such as Amazon. The project aims to examine the impact on retail performance of retail precinct marketing programs that are administered by local governments (and/or affiliated organisations) across four sites in Tasmania: Hobart, Launceston, Burnie and Devonport. The objectives of precinct marketing programs such as City Prom in Launceston and Hello Hobart in Hobart are to provide marketing campaigns to promote the city centre. These programs promote the city as a destination for visitors, particularly shoppers. The overarching aim of precinct marketing programs is to promote shopping precincts as destinations offering an array of retailing choice and options, thereby leveraging the ability of the programs to provide in essence free marketing for the retailers within the precinct. To date there has been little research conducted that examines the rationale, design, objectives and outcomes of these types of marketing programs.The project will focus on the notion of retail resilience. This is a concept which has, to this point, been largely applied internationally in town planning, spatial and geographical studies of retail high streets, main streets and town centre developments. Resilience is particularly important as traditional retail is challenged by new formats and entrants.

Funding

University of Tasmania ($5,301)

Scheme

Grant-CCS Research Theme

Administered By

University of Tasmania

Research Team

Grimmer EL; Byrom J; Palmer A

Year

2017

Research Supervision

Current

2

Current

Degree

Title

Commenced

PhD

The Impact of Cross Cultural Factors on Consumers' Purchase Decision of Festive Cloth: An empirical study on South Asian immigrants in Australia

2017

PhD

Customer Perceptions of Service Quality: unlocking the role of management commitment to service quality